Red Coyote

Industry: Retail, Running

Services: Brand Positioning, Naming Consultation, Logo Design, Brand Consulting


Iconic Brand Identity: An Instant Classic

When opening their new store, co-owners Burke and Jon Beck desired a brand design that would catapult them above the competition and reflect the contemporary architecture in Classen Curve, an innovative and upscale shopping destination.

The client’s objectives:

  • create a new retail store brand
  • become the number one running store in the region
  • be known for complimentary gait analysis service and most knowledgeable staff

The store name was inspired by its mascot Pancho, the Becks’ dog, who loves to run and is part coyote! While creating a mark for Red Coyote, we visualized Pancho running so fast he was literally on fire. The motion in the design illustrates the sport of running, as well as Red Coyote’s slow motion video gait analysis service. The coyote logo is quirky, approachable and appeals to both experienced runners and the community at large.

Color Palette

Color is critical to this brand. Bright red and vivid yellow-gold emit energy and evoke feelings of excitement and fun. Multiple greys and black provide strong neutrals that convey trust and solidarity. These colors translate well to retail space, wearables and events. You can see those Red Coyote runners coming from a mile away. 

A foundation for a movement

The brand positioning was a springboard for the store’s unique approach, combining programming and community engagement (races, events, weekly community walks and training runs) with top-notch education and service. The store offers a custom fitting process that analyzes each individual’s product needs and educates the people on how to best use the products to optimize their results.

The Red Coyote logo is iconic, recognizable and its implementation on store signage, staff uniforms and other promotional materials looks clean and sophisticated.

“Jon and I had always dreamed of moving back to Oklahoma City and opening our own store someday, and when we began that process we knew we had to get it right. Sarah’s team coached us through the naming process and created our logo. S Design helped us pause, think and really strategize. The logo has become iconic! People all over the world recognize Red Coyote and we love that. We genuinely owe a great deal of our success to our logo/brand!”

Burke Beck, co-founder Red Coyote

Founder Story

Jon and Burke Beck are avid runners and champions for health and the running community. They have built a brand loved by newbies and seasoned runners who don their swag no matter the season and show up for events in a jovial pack.

best running store in the US

Competitor Magazine, 2015

top 50 running store

Competitor Magazine, every year


  • Fans and customers from around the world. 
  • Red Coyote is central Oklahoma’s goto running store.
  • In 2011, 2013 and 2014, Competitor Magazine named Red Coyote one of the Top 4 Running Stores in the US and it is the youngest running store to ever be nominated for Store of the Year.
  • Every year in business, Competitor Magazine has ranked Red Coyote as one of the top 50 running stores in the US, being named Best Running Store in the US in 2015.
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